Before a single event is planned or a forum post is written, every thriving brand community is built upon an invisible, yet unshakable, foundation: a clearly defined core identity and a compelling shared purpose. This bedrock is what transforms a group of customers into a cohesive tribe, fostering a deep sense of belonging that transcends transactional relationships. Without this foundation, engagement efforts are fleeting, and the community structure is destined to crumble. This section deconstructs these two essential pillars, exploring how leading brands like LEGO and Figma have mastered them to build fiercely loyal and self-sustaining ecosystems.
A community's core identity is the collective answer to the fundamental question, 'Who are we?' It is a shared understanding of the group's values, norms, and character that distinguishes members from non-members. This concept is deeply rooted in social identity theory, which posits that individuals derive a portion of their self-concept from their membership in social groups (Tajfel & Turner, 1979). A powerful brand community strategy taps into this innate human need to belong to something larger than oneself.
LEGO, for instance, has brilliantly cultivated a core identity that extends far beyond 'people who buy our plastic bricks.' Members of the LEGO community are 'Builders,' 'Creators,' and 'AFOLs' (Adult Fans of LEGO). This identity is not merely a marketing label; it is a validated and celebrated status. The brand empowers this member identity through platforms like LEGO Ideas, where members are not just consumers but potential designers. This shared sense of being a 'Creator' fosters a powerful in-group dynamic and fuels an endless stream of valuable user-generated content.
If identity is the 'who,' then shared purpose is the 'why.' It is the common mission or goal that unites members and gives their collective action meaning. A weak purpose, such as 'to get product support,' creates a transactional, low-engagement space. A strong, aspirational purpose, however, galvanizes action and elevates customer engagement. It provides the intrinsic motivation for members to contribute their time and expertise, often for no monetary reward, laying the groundwork for powerful brand advocacy.
Figma's community is a prime example of a purpose-driven collective. Their shared purpose is not simply 'to use design software.' Instead, it is centered on a much larger mission: 'to make design accessible to all' through collaboration and open sharing. This purpose is manifested in the Figma Community, where designers share files, plugins, and templates freely. By contributing, members are not just helping a peer; they are actively participating in a movement to democratize their entire industry. This powerful 'why' is the engine behind Figma's incredible community-led growth.
graph TD;
A[Core Identity<br><i>'We are creators'</i>] --> B(Shared Purpose<br><i>'Let's democratize X'</i>);
B --> C{Member Actions<br><i>UGC, Advocacy, Support</i>};
C --> D[Strengthened Sense of Belonging<br><i>'I am valued here'</i>];
D --> A;
subgraph The Community Flywheel
A
B
C
D
end
As the diagram illustrates, core identity and shared purpose exist in a symbiotic, reinforcing loop. A strong sense of identity ('We are collaborative designers') fuels the drive to achieve the shared purpose ('Let's make design accessible'). As the community achieves milestones toward this purpose—like a popular plugin being developed or a helpful template being shared thousands of times—it validates and strengthens the collective identity. This flywheel effect creates a self-perpetuating cycle of positive contribution, deepening member engagement and solidifying the community's bond to the brand.
Cultivating a strong identity and purpose is not accidental; it is an act of strategic community architecture. An effective community building playbook must include these steps:
- Define the 'Why' Beyond the Product: As Simon Sinek (2009) argues, people don't buy what you do; they buy why you do it. Articulate a clear, aspirational purpose that your customers can rally behind.
- Co-Create with Founding Members: Your first 100 members are your most valuable asset. Involve them in defining the community's mission, name, and values. This co-ownership fosters a powerful initial identity.
- Establish Rituals and Recognition: Create consistent rituals that reinforce the community's identity, such as 'Member of the Month' spotlights or annual community awards that celebrate contributions toward the shared purpose.
- Provide Scaffolding for Contribution: Build clear pathways for members to act on their shared purpose. This could be a platform for submitting ideas (LEGO Ideas), a gallery for sharing work (Figma Community), or a program for members to become mentors or ambassadors.
Ultimately, a community's identity and purpose are its constitution and its declaration of independence. They declare who the members are and what they stand for, independent of the brand's immediate commercial goals. By focusing first on this bedrock of belonging, brands can build communities that are not only resilient and engaged but also become their most powerful engine for innovation and growth.
References
- McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.
- Muniz, Jr., A. M., & O'Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412–432.
- Sinek, S. (2009). Start with why: How great leaders inspire everyone to take action. Portfolio/Penguin.
- Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33-47). Brooks/Cole.